PHAU Brand Guidelines

PUBLIC HEALTH AMBASSADORS UGANDA BRAND GUIDE

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This is

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The brand

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“Your brand is what people say about you when you’re not in the room.”

—Jeff Bezos, Amazon founder

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WHAT IS A BRAND? A brand isn’t a logo. Or our business cards. It’s not words on a page or images on a screen. It’s not a billboard or an event booth. It’s these things, but really, so much more.

Most important, a brand is about people. When you interact with someone, they won’t always remember the particulars of your conversation. But you can be sure they’ll remember how you made them FEEL. That’s a brand.

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YOU ARE A BRAND STEWARD As part of the PHAU family, you get to shape what people say about us You are a brand steward And that’s where this book comes in—to give you guidelines on how best to tell our brand story We want you to own our brand It’s yours, and it’s yours to protect in everything you do

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WHY WE EXIST

To champion efforts that empower young people to make informed decisions related to their sexual and reproductive health and well being.

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WHAT WE WANT

Empowered young people taking control and ownership of their health

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WHO WE ARE

THE CHANGE MAKERS

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Public Health Ambassadors Uganda (PHAU) is a registered not for profit youth led and youth serving organization comprised of young people from different academic backgrounds that are passionate and interested in addressing key sexual and reproductive health issues in their own communities using health promotion, youth empowerment, social entrepreneurship and ICT for Health.

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INTEGRITY INNOVATION TEAM WORK EMPOWERMENT TRANSPARENCY

BRAND GUIDE

With the core values we are basing on, we have set a path to thematic areas like; Sexual and Reproductive Health, Youth Economic Empowerment, HIV and AIDs & Water, Hygiene and Sanitation.

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Logos

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PRIMARY LOGO The logo is comprised of two elements: the logo icon and the wordmark. The icon has two parts— the big one representing the staff, donors, partners, and thousands of organizations that come together to support the youth.

The logo’s wordmark is a fully customized font and is completely unique to us. It has mild serifs that give it a structured, classic, sophisticated feel. Their rounded edges soften the font and make it friendly and accessible, just like PHAU. This horizontal version of our logo is

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Public Health Ambassadors Uganda Prevent • Promote • Protect

Use only when small

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For dark backgrounds

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SECONDARY LOGO

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The secondary look of our logo can be used when the main logo does not fit comfortably in the allotted space or cannot be clearly represented.

Our one-color logo, both horizontal and vertical, should be used very selectively and only when small (not on large posters or where it is the main element on the page). It should only be used when the full-color logo doesn’t work well, like when placed over a photo.

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Use only when small

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For dark backgrounds

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CLEAR SPACE Give the logo space To preserve the integrity and visual impact of the logo, always maintain adequate clear space around it It’s an integral part of the design, and ensures the logo can be seen quickly, uncluttered by other logos, symbols, artwork or text.

Safe Area

Minimum Size

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1.2 inches (30.5 mm)

Combining Logos

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Organisation Sample Logo

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ALTERNATE LOGOS

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APPAREL AND SWAG Due to printing and embroidering restrictions, we use the alternate logos for apparel and swag

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Colour

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COLOUR Our colors are as important to us as the logo itself. They’re part of the brand’s personality. We have established four primary colors: PHAU melon green, PHAU plain green, black and white. The secondary color palette is used primarily for the website to identify different roles. Secondary colors are used sparingly, if at all, in marketing materials.

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PRIMARY

SECONDARY

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Psychology of OliveDrab Green radiates optimism, warmth and happiness, combining the physical energy and stimulation of red with the cheerfulness of lemon green. Green relates to openness and two-way conversations.

Psychology of Teal Teal as a color is an instrument of change and transformation.

It influences our personal development and it helps us experience a greater level of awareness and knowledge.

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Photography

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OUR PHOTOGRAPHY Our photography style conveys authenticity, as if you’ve captured a subject “in the moment.” The color, composition and feel should engage viewers and make them feel like they’re in the photo

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We at PHAU rely on the images and stories of the people we work with to communicate the importance and impact of our work, and to support our awarenessraising, campaigning and fundraising efforts.

These contributors generously share their time as well as their images, experiences and perspectives with us and make our communications powerful and effective.

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Typography

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Thin

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/

Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/

Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/

Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/

THE PHAU FONT Brandon Grotesque is our official font and must be used when possible.

Itâ&#x20AC;&#x2122;s modern and sophisticated. It feels authentic and familiar. Brandon Grotesque is a licensed font and is used in all marketing collateral and the website. This is also the font of our logo.

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ALTERNATE FONT When Brandon Grotesque isnâ&#x20AC;&#x2122;t available or cannot be used, Montserrat is a free alternative that closely matches Brandon Grotesque. This is used primarily in PowerPoint and Keynote presentations and in Microsoft templates for things like the letterhead.

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/

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Icons and ribbon

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ICON Icons are the visual expression of our products, services or tools.

Simple, light, sophisticated and friendly, they communicate the core idea or component of the brand. While each icon is visually distinct, all icons should have consistent line weights and visual style. Line weights can be manipulated, but take special care to keep lines light enough that they match other elements on the page.

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RIBBON The ribbon has been developed to act as an anchor element to help with visual hierarchy. Headlines and pull stats are places you can consider using the ribbon as a way to get a pop of color in the piece. Ribbons are used on PowerPoint and Keynote presentations, one sheets and white papers. It can be locked up with calls to action or to draw attention to contact info. Itâ&#x20AC;&#x2122;s also used in motion graphics as a visual element, mainly as a vehicle to transition from one scene to another.

Used for the PHAPs Program

Used for the Youthful look

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